digital marketing to nurture sales leads

Digital Marketing to Nurture Sales Leads

• Managing Director, Zoodikers

• PR & social media ‘guru’

• Regularly called on to commentate on social media for BBC TV and radio

• Spoken and moderated at high-profile industry events

• TEDx speaker

Katie King @katieeking

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We can’t slow down the pace of technological evolution

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Impact on marketing

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Transforming business effectiveness

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The Changing Business Landscape

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McKinsey : “Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing.”

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Drive higher sales productivity and other performance gains through digital marketing.  

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Adapt to an evolving customer decision making journey

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4 stages of content marketing to drive sales

Your audiences Business objectives

Marketing objectives

Perceptions to create in 3, 6, 9 months

Messages to convey

INFLUENCE THEMPR & social media tools

Customers Twitter/LinkedInOnline PRBlogNetworking

Prospects LinkedIn GroupsCase studiesSocial mediaAwards

Partners Webinars NewslettersSocial media

Influencers News storiesSocial media

Stage 1 - Plan & segment your audience

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Stage 2 - Devise a content strategy

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Which platforms are right for you/your clients?

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Stage 3 - Build your profile and differentiate

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Build an eco-system of influence

Integrate & participate via social media

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ContentRelevantEngagingFreshCreativeValue addProfileDifferentiateConsistent, constant, connected

• Video is 50 times more likely to get organic page ranks in Google than plain text results. (Source: Forrester Research)

• Video search results have a 41% higher click-through rate than plain text results. (Source: aimClear)

• You can double your search traffic by having a video thumbnail in your search result. (Source: IQ Visibility)

• People stay two minutes longer on your site if you have video. (Source: Comscore)

• Posts with videos attract three times more inbound links than plain text posts. (Source: Moz)

• 2% of Google universal searches include video. (Source: Marketingland)

Video

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Stage 4 - Nurture leads

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An integral part of the sales process is getting to know your prospects and establishing relationships

Creating engaging and compelling content covering agreed campaign themes across a range of formats is a key component in the conversion funnel.

Each piece should be designed to nurture and pull prospects along the conversion funnel – and beyond.

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The marketing funnel

Stage Content Distribution methods

Discovery • Blogs• Video• ThingLinks/Vines• Top Tips• Infographics

• Social media• SEO• PR

Realisation of needs

• E-books• Case studies• Whitepapers• How to guides• Webinars

• Email• Direct mail• Web links

Consideration • Product/service fact sheets• Pricing guides• Incentives / promotions

• Email• Telemarketing

Conversion Sales Process

Retention (Cross-sell / Up-sell)

• Newsletter• Offers & promotions• Loyalty programme

• Email• Account Management

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Lead nurture content planner

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Training sales telemarketing teams how to exploit LinkedIn for business development

Data mining

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Creating e-shots which exploit PR & act as a warm door opener for sales

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Measuring effectiveness

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Measuring the Results

As with any project it’s important to measure the results and present them to the C-Suite and other departments to prove value. To retain interest and enthusiasm Zoodikers is careful not to bombard every department with the same set of results – our consultants produce departmental reports that highlight areas that will have most resonance. For instance:

Protecting your brand and your employees

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Q&A time

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Thanks for your time!

katie@zoodikers.comwww.zoodikers.com

@katieeking